Marketing Channel Strategy ― An Omni-channel Approach

Marketing Channel Strategy: An Omni-Channel Approach is the first book on the market to offer a completely unique, updated approach to channel marketing. Palmatier and Sivadas have adapted this classic text for the modern marketing reality by building a model that shows students how to engage customers across multiple marketing channels simultaneously and seamlessly.
The omni-channel is different from the multi-channel. It recognizes not only that customers access goods and services in multiple ways, but also that they are likely doing this at the same time; comparing prices on multiple websites, and seamlessly switching between mobile and desktop devices. With the strong theoretical foundation that users have come to expect, the book also offers lots of practical exercises and applications to help students understand how to design and implement omni-channel strategies in reality.
Advanced undergraduate and graduate students in marketing channels, distribution channels, B2B marketing, and retailing classes will enjoy acquiring the most cutting-edge marketing skills from this book.

作者：Robert W. Palmatier
現職：University of Washington

作者：Eugene Sivadas
現職：University of Washington Tacoma, USA

作者：Louis W. Stern
現職：Northwestern University

作者：Adel I. El-Ansary
現職：University of North Florida

Ch 1 The Omni-Channel Ecosystem
Ch 2 Channel Basics
Ch 3 Channel Power
Ch 4 Channel Relationships
Ch 5 Channel Conflict
Ch 6 Retailing Structures and Strategies
Ch 7 Wholesaling Structures and Strategies
Ch 8 Franchising Structures and Strategies
Ch 9 Channels and International Markets
Ch10 End-User Analysis: Segmenting and Targeting
Ch11 Omni-Channel Strategy